Key Takeaways
- Over 90 million people are expected to use AI as their primary search tool by 2027.
- AI tools are revolutionizing search, with many websites that use AI reporting a 70% increase in organic traffic.
- A weak, outdated online presence is a liability, giving competitors a chance to steal away thousands of leads per year.
Staying visible online has never been more challenging.
As Google continues to roll out AI-driven search features like Google Search Generative Experience (SGE), businesses that fail to adapt risk falling behind fast.
According to Ray Cheselka, COO of webFEAT Complete, the companies that ignore these changes may not just lose rankings — they may lose their entire customer base:
“Businesses that don't innovate will become laggards, and lose.
“AI is enabling competition to move faster, and more effectively. If you're not doing this, you're going to get left behind over time."
In an interview with DesignRush, Ray shares how businesses can stay ahead of the curve by leveraging AI-driven strategies and enhancing their online presence and customer engagement.
Who is Ray Cheselka?
Ray Cheselka is the COO of webFEAT Complete. He's spent over a decade mastering digital marketing strategies and continuing to learn and evolve based on industry happenings. Ray has worked with businesses ranging from small local HVAC companies, to large SaaS companies with an umbrella of brands under it. Starting with SEO and Google Ads, his experience has expanded to cover much more marketing ground since graduating from the University of Cincinnati in 2014 with a degree in Marketing.
AI tools are revolutionizing search, with many websites that use AI reporting a 70% increase in organic traffic.
On the other hand, the use of AI as an alternative to traditional search engines is growing.
Research from Semrush found that 13 million people used AI as their primary search tool in 2023. That number is expected to grow to over 90 million by 2027.
However, Ray emphasizes that the core principles of SEO remain the same:
“Continual learning and improvement for AI or any new search happening is critical.”
See AlsoHubSpot’s SEO collapse: What went wrong and why? | MarTech6 Signs Your SEO Strategy Needs A Visibility MakeoverNetWonders Digital Drives Growth with SEO ServicesCompeting in the Digital Age: How GEO & SEO Are Reshaping Your Brand’s Future“That being said, a lot of times it comes back to aligning with Google's standards. That standard is always centered around users, creating helpful content for them, and ultimately helping to satisfy their wants/needs."
This approach ensures businesses are positioned for success, no matter how search engines evolve.
Ray advises brands to study new trends, understand how they benefit their customers, and integrate those learnings into their content strategies.
The Misconceptions Surrounding AI-Generated Content
Many businesses mistakenly believe that relying entirely on AI-generated content is the key to fast-tracking SEO success.
However, Ray warns this approach could backfire.
“The biggest misconception is that you can just use AI to create a bunch of basic content and it will benefit you,” he says.
“It might benefit you in the short term, but in the long term it could come back around in a very negative way."
Instead, he stresses the importance of blending AI efficiencies with human creativity and strategic oversight.
“100% AI is great, but humans create significant differentiation in things like content, understanding businesses and their goals, and more,” Ray says.
“If you're strictly using AI instead of people, any results you do see are not going to last."
“Humans can catch these kinds of things. In the world of search, Googlebot is going to catch on to those trying to take a shortcut, and those who took the time to do it right.”
Why Outdated Websites Are Still a Problem
While many businesses are racing to implement AI tools, others are stuck in the past — and paying the price.
“There are still websites out there that are 10+ years old, not mobile-friendly, or extremely slow,” Ray points out.
“If any of that is happening to you, it's time to invest in your online presence."
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At present, a slow and poorly maintained website can reduce conversions by 7% for every second of delay.
“Your website is a representation of your brand,” he says.
“If it's not maintained and leveraging SEO for user experience and helpful content, your brand may seem dated and lack appeal to prospective customers."
Unsurprisingly, this can lead to your competitors gaining an edge, capturing your audience and market share.
Critical SEO Metrics to Watch
For leaders wondering how to measure SEO success in 2025, Ray recommends focusing on three key areas:
- Traffic from search - Monitoring how well your site attracts visitors from organic search results.
- Conversions - Tracking meaningful actions like inquiries, phone calls, or online sales.
- Search appearances for non-branded terms - Watching growth in generic search terms that expand visibility to new audiences.
"Tough to simplify into three," Ray admits, "but these are generally the biggest indicators of success."
Ray’s Inspirations
When asked about industry leaders who inspire him, Ray shared his admiration for figures who combine strategy with resilience.
“There are a few SEO-specific folks that immediately come to mind,” Ray says.
Brian Dean started Backlinko and sold it to Semrush; I've read several of his articles over the years that have been really helpful. I've also always enjoyed following Ross Simmonds on X. He posts short, motivational content but also shares really solid advice.
He seems like one of the guys in the industry that everyone knows about, but he still somehow flies under the radar and I think that's really cool."
Lastly, Ray credits webFEAT Complete's CEO, Michelle Selnick, for fostering an environment that encourages growth and leadership.
“She has allowed me the space to grow and lead very flexibly, which has ultimately bettered our company, our team, and my personal life,” he says.
Opportunities Hidden in Search Results
For brands looking to get ahead, Ray highlights a surprising opportunity: analyzing search results themselves.
“I feel that people neglect the opportunity to look at search results, and see what is going on.”
“Google changes things up often, and results are different for every industry."
Ray encourages businesses to evaluate competitor tactics, identifying content gaps, backlink opportunities, and Conversion Rate Optimization (CRO) strategies that can elevate their performance.
“There is so much information that can be gathered and leveraged for content creation,” he adds.
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When it comes to qualities and practices that can set agencies apart as true strategic partners for businesses, Ray believes that showing them they have a solid team working for them is a game-changer.
“Strong communication from the start. Flexibility. Setting goals and understanding them up front.”
“We also have the advantage of providing a suite of online-related services in one place, where other businesses can only offer marketing, only website design, or exclusively hosting,” he shares.
For webFEAT Complete, helping businesses recover from SEO setbacks has become second nature.
Ray recalls a client who faced disastrous ranking drops after a poor website migration.
“We got in and did everything we could as quickly as we could,” he says.
“While it still took some time to get fully back up to steam, the client noticed traffic and sales picking back up right away. If that path would've continued without our assistance, it may have taken 2-3 years to recover their rankings."
The takeaway?
Companies that regularly assess their SEO strategies, refine content, and proactively test new approaches will be better prepared for unexpected changes.
